Blog Posts
February 22, 2018

Texting vs. Email: The Knockout Winner


Texting is the latest and greatest way to communicate with your customers. It’s all about immediate communication, connection, and relationship-building.

If you are an email lover, you’re not alone. Email has potential to reach large audiences with the click of a button (and bring in revenue). But every other brand uses email as well, which means customers know how to ignore them. We all know the tricks: giving a fake email address, junking the email as soon as we receive it, or we just never open it at all.

You start to wonder if you are wasting your time and money on email? The answer is yes. Let me show you why texting is better than email.

Texting is Two-Way (Email is One-Way)

Do you have an automatic email that gets sent to your customers after an order? Maybe the sender address reads noreply@xyz.com. That’s the worst way to build a relationship. That is telling the customer “let me talk to you but I don’t want you to talk back”.

Email is one-sided. Most of the time it’s a mass message sent to hundreds or thousands of customers. People expect to get emails and they know there is no point in replying because they probably won’t get an answer.  

Texting can and should be two-way communication. With texting tools, it’s still possible to send mass text messages but customers expect to have a conversation. Engagement is what keeps customers interested in your brand.

Instant Notifications (People Keep These On)

Think of your behavior with your phone. Do you turn off notifications on some of your apps? Maybe you do and maybe you don’t but you definitely keep your text message notifications on. It even pops up on the front of your screen and you can read the message without even pushing a button.

Not only is that instant communication but there are very little roadblocks preventing you from getting the message. 90% of text messages are read within 3 minutes of being received. Even if they don’t respond to the text message, they read it!

It’s Personal (Businesses Call, People Text)

When people hear the phrase ‘cold-calling’ they think negative thoughts. It’s intrusive and usually very one-sided. They think someone is wanting something without giving anything.

Texting is less intrusive, more personal, and can be the beginning of a good relationship. Customers don’t expect businesses to text them, so it has a different feeling than getting a call from a number you don’t recognize.

It boils down to the fact that businesses call customers and people text. Do you want your customers to think of you as a generic business or do you want them to feel loyalty when they think of your brand?

If you want loyalty, you need to build a relationship. People text.

The Numbers Don’t Lie (Open Rates)

Communication is pointless if it’s never heard (or read). Check out open rates for text vs. email.

97% open rate for SMS text messages vs. email open rates of 15-25% (depending on the industry).

You CANNOT beat a 97% open rate. I don’t even think that’s possible with email. Don’t forget that text is instant with 90% of messages being read within 3 minutes. So, not only do more text messages get read but they get read instantly. Emails can sit in your inbox for days, weeks, months, even years without ever being read.  

Get People In The Door Quickly

As a store owner, it’s so important to get foot traffic in your store. It’s human nature to want to do what the majority is doing. If your store is full of customers, the customers walking by the store will want to go in just to see what the buzz is about.

The ability to text your customers can alert them to a flash sale that’s happening in 1 hour. Maybe you planned on a busy day in the store and have way more store associates on the floor than you need. Send a mass text and alert your customers of a limited sale happening in the next 30 minutes!

You can’t get immediate results like that with email.

Time To Text

Texting is crucial for any size business, particularly brick and mortar locations that thrive on customer loyalty.

It’s new and that can be scary but it’s well worth the investment. If I had sent you this in a text I’m 90% sure you would have read it! I can’t say the same for email.

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